FORWARD THINKING
Part 2. Research for Distinction
In Part 1: Researched to Average, I outlined how our obsession with research is averaging everything to death. But the solution isn't to abandon data, it's to use it strategically....
Part 1: Researched to Average
Researched To Average. How Our Data Obsession is Optimising Everything to Nothing, and the cost is huge. When every brand looks the same, every brand becomes interchangeable....
How Nike Lost by Retreating From the Real World
Nike didn’t just lose market share—they gave it away. A sharp look at how retreating from visibility undermined brand power, and what it means for every modern marketer....
Apple’s Empire Was Built on Brand Decisions. Is It Still?
Every great company faces a fork in the road: Optimise the business you’ve built—or stay true to the brand that built it. The business lens says: squeeze more revenue, ship...
The Sobriety Paradox: Chasing Gains, Losing Magic?
Sobriety offers benefits, but are we discarding aspects of human connection & creativity? Explore the 'Sobriety Paradox' & a nuanced future for alcohol....
Entering 2025 with Fresh Perspectives
Discover the top consumer trends for 2025. Explore opportunities in e-commerce, health-conscious consumption, sustainable products and more to drive brand growth....
Navigating Disruption with Creativity
Discover how creativity transforms challenges into opportunities. As 2024 ends, we reflect on disruption as a catalyst for growth and look ahead to embracing change with innovative thinking in 2025....
Jaguar — A Lesson in Branding
Learn how their Jaguar's bold, brand-first strategy is a lession in brand storytelling and the importance of standing for something....
Cultivating Creative Talent: A Straight Forward Approach
Discover how Straight Forward Design contributes to the UK's £125 billion creative economy by nurturing diverse talent, encouraging innovation, and embracing creative growth....
